In June 2011 the world’s most famous nightclub, Ministry of Sound, was fighting for its life. An international property developer, who was quoted saying “nightclubs come and go” had submitted a proposal to Southwark Council to build a 44-storey residential building just a few metres from Ministry of Sound.

Ministry of Sound was in danger of being shut down if residents in this new building were to make noise complaints. Facing a fight for its future, Ministry took on this challenge and launched the Save Our Club campaign. The Save Our Club campaign led with public affairs to target key audiences including the deciding London politicians and the general public. The goal of the campaign was to raise awareness that Ministry is an integral part of UK’s cultural fabric, contributes to the local economy, employs hundreds, and makes a positive contribution to the community.

Over the course of a 6-month campaign over 25,000 people signed a petition in protest. 95,933 people visited the Save Our Club website, and Ministry gained significant attention in local, national and international media. Celebrity voices were leveraged, including UK number one recording artists, Example and Wretch 32, who spoke out publicly to defend Ministry.On October 11th, in a meeting of London’s Southwark Council’s Planning Committee key politicians, local decision-makers, and members of the public came together to see the results of the campaign. The Committee of politicians voted 5-1 to save the world’s most famous nightclub, against the explicit recommendations of planning officers.

Briefing materials and sound audits were presented to Members of Parliament, Southwark Planning Committee Councillors, the Mayor of London and other dignitaries. A letter-writing campaign sent hundreds of letters to local politicians, augmenting awareness of Save Our Club and political support.

Social media activities linked Ministry’s Facebook page to much followed groups: Timeout London, Rough Guides, Visit London and Southwark College.

Celebrities like Example, Armin van Buuren, Wretch 32, Pete Tong, and Judge Jules tweeted on behalf of Save Our Club.Over 3,000 residents were personally written to by Ministry of Sound’s CEO.Over 2,500 flyers were distributed to local residents and commuters.Over 200 local businesses were sent letters or given posters, and thousands of flyers were given to clubbers.During the 6-month campaign, over 20 press releases were issued to local and national media.

The strategic public affairs campaign resulted in coverage in the Guardian, Evening Standard, BBC News, BBC News London, Southwark News and South London Press.

An online petition was launched which collected over 25,000 signatures, later hand delivered to Southwark Council by Ministry of Sound’s CEO and international recording artist, Example.Special briefing materials and proactive meetings with the London Mayor’s office portrayed a thoughtful socio-economic argument for Ministry’s survival.

Over 22,000 people ‘liked’ the campaign on Facebook and Ministry’s Facebook page linked to celebrities totalling millions of followers.

Hundreds of thousands of pounds' worth of media coverage was achieved.

Approaching midnight on October 11th, 2011 the Southwark Council Planning Committee voted 5-1 to save the world’s most famous nightclub despite huge lobbying by the applicant and the Council’s own planning officers.

The campaign had been a success, and Ministry of Sound was saved for now.